Sometimes, running your business can seem like such a huge effort. Other times, it's as if you're in the zone. That's when you're experiencing your entrepreneurial flow. Of course, this isn't just the domain of entrepreneurs - athletes and other high performers can get to that state as well. But how do you maximise the amount of time possible where your ideas and actions just flow?

That was the topic of peak performance specialist Dr Adam Fraser at yesterday's Last Thursday Club function in Sydney. If you haven't yet attended the Last Thursday Club, this is a dynamic monthly networking event catering mainly to entrepreneurs.

I've been going for years and yesterday's event was the best yet. This was largely due to their new emcee, Joel Betts, and one of the speakers, Dr Adam Fraser. If you haven't heard Fraser speak yet, try to get to an event and I'm sure you'll be informed and entertained.

Dr Fraser covered a myriad of topics but the two that stuck out most for me were about multi-tasking and our own self-induced attention deficit habits.

Multi-taskingI'm guilty of this. I try to make a coffee, speak on the phone and type on my keyboard (softly so the person at the other end of the phone can't hear) - all at the same time. The reality is that even though I might convince myself that I'm being terribly efficient, Dr Fraser points out that everything probably takes twice as long - and is done at half the quality that it should be.

In fact, the opposite of multi-tasking is much more effective. Instead of trying to complete so many tasks all at once, focus on the one at hand - and get it done properly. The problem for many business owners is that there are so many tasks to do. So whenever you think of a new one, you can be seduced into getting it started. Instead, write it down and work through your list systematically. Occasionally, you will need to review the list to ensure that priorities are determined. But there is little to gain from trying to multi-task. You just get overwhelmed and frustrated.

Attention deficit habitsDr Fraser points out that we can be our own worst enemy when it comes to creating our own attention deficit habits. We check emails all the time. We let ourselves be interrupted by SMSes and mobile calls when we are in meetings. And we allow staff or other people to interrupt us when we should be focusing on important work.

The result is that our attention spans shrink and we are getting used to being constantly interrupted to the point where we even find ways to interrupt ourselves every few minutes - even if a new email hasn't arrived.

I know one person who only checks emails at 3pm each day. Personally, that's too extreme for me. But I'm certainly going to try to stop pressing "send/receive" at every available opportunity. Even as I type this, I feel the magnetic pull of toggling between windows and checking my email - I guess old habits are hard to break. However, I also know that because I've promised myself to finish this blog post uninterrupted - and to resist the temptation to multi-task - I'm completing it in record time. I'm in "flow".

This week, entrepreneur Siimon Reynolds spoke about the four traits for entrepreneurial success. Reynolds gained prominence in the advertising world when he became a creative director at a major advertising firm at 21. He then when on to found a series of media-related companies and other businesses including an anti-aging clinic. He now runs the Photon Group.

Talking at a networking function for small business owners run by the City of Sydney and Clearly Business, here's a summary of what he identifies as the four essential traits.

1. PersistenceReynolds emphasises that successful people don't take failure personally - and they fail many times. But they just learn from the experience and get on with trying an alternative path to success. Reynolds says: "When you take it personally, you tend to give up. Successful people don't have failures, only results."
Of course it's hard not to get down by the challenges business can throw your way, but remember that there's always another route to get to where you want to go.

2. BeliefYou need a single-minded belief that you are going to succeed. If you don't, you'll only make a half-hearted effort anyway. Reynolds points out: "We are what we constantly visualise about ourselves." In other words, your beliefs determine your reality. If you think business if going to be tough, then business is going to be tough.

3. VisionReynolds says that all successful people have vision. They have a clear idea of where they want to go. They might now know every single step on how to get there just yet but they have the big picture firmly in mind.

4. ActionIt goes without saying that you can't succeed unless you are prepared to take action. However, the bizarre thing is that most people don't. Most people sit on the sofa and wonder why they aren't successful. Reynolds adds that is not just about taking action. He says: "To be great, your actions must be great." I guess that was the message that stuck out most for me (and I've heard this exact talk before at another networking event!) I realised it's not just about crossing off items on my "to do" list.

My (slightly work-obsessed) friend once heard her husband telling her: "I think you confuse activity with achievement." He was right. And so is Siimon. It's not about how many things you get done. It's about how impactful they are.

You have to be prepared to take "great actions". Change the path you are on. Try a new way of doing things. You never know - it may take your business to new heights.

Over Easter I've been reading The Influentials by Ed Keller and Jon Berry. The book is about tapping into those people who literally influence other people's buying decisions, product choices and consumer behaviour. As the book points out, this powerful group is comprised of a range of people - often not the ones you might think of first.

We're talking about the mother in the playground who all the other mother's talk to who raves about a certain brand of nappies. Or the guy in the office that you just know is the one to ask which mobile phone data plan to sign up for. Or the friend you always call when you want a new restaurant recommendation. Or the person you go to for stock picks. These people aren't experts in their field, and they are not journalists writing about a particular industry - and yet their opinion is highly regarded by their peers. Who are your influentials and how do you tap into them?

This can be a tough question to answer. So what can you do?

Determine who your key influencers areYou may already know some of your influentials. They are the people who are constantly championing your business when you are at networking meetings and telling people about what you do. Nurture those relationships. You'll know how to spot a potential influencer when you meet them. These are the people who are genuinely interested in what you do and ask you lots of questions. The key is to understand that these people are naturally curious. They ask lots of questions because that's just what they do.

If they are in a different industry to you, they are probably sincerely interested in what you do. Don't be confronted by the questioning - embrace it. The greater an understanding they get about your business, the better. I've seen many opportunities go by the wayside because an entrepreneur is too cynical to believe someone else is willing to champion them without any expectation of a reward.

These influencers don't expect a reward. They get satisfaction out of being the "go to" person in their circle.
Figure out how to reach them
Work out what your influentials read, listen to or watch. Where do they hang out? Are there certain groups they are involved with. Are there particular blogs that they follow? Of course it's hard to get into someone's mind. But, where you can, go straight to the horse's mouth. Ask them how they make their purchasing decisions and what they consider when they are making a recommendation.

If you really don't know who your influentials are, ask your customers. Ask them how they made their decisions and how they heard about you. That's a standard question that my staff ask customers in all my businesses and it really helps us understand where our clientele is coming from and which relationships are really valuable to us.

The coffee meeting is firmly entrenched in the world of small business (or big business for that matter). But when it a coffee meeting worthwhile? And when does it turn into free consulting? Usually, I'm a fan of coffee meetings - it's a chance to get to know someone in an informal way after you may have met at a networking function. Or perhaps you have been introduced by a mutual acquaintance who thinks it might be worthwhile for you to connect. So how do you make the most of your coffee meetings?

There are different approaches depending on whether you are asking for the meeting or if someone has called you out of the blue to buy you a latte. I do both - and I expect very different results from each.

If you're being asked to meet for coffeeIf someone is asking you to meet for coffee, usually they want to get to know you because they think it will be a worthwhile connection for them. Or they want advice or to pick your brain on certain issues. However, in these situations, if you don't structure the meeting carefully, it can easily suck time out of your day. And you could end up inadvertantly giving away a valuable consulting session. So how do you avoid this?

1. Establish who they are and want they want on the phone beforehandIt's worthwhile to have a clear picture of why they want to meet you. This helps you - and them - to focus exactly on the outcomes of the meeting. Otherwise, it can be just one long ramble. Do they want advice on how to start up their business? Do they want gentle guidance in the right direction on where to go in the industry? Or is what they are asking for more akin to a three-hour consultation? If you feel you can achieve the outcomes of the meeting in 20 minutes, go for it. But if what they are asking for is huge, then offer them a consulting session, which they pay for.

2. Ask them to come to you
One thing I've learnt about coffee meetings is to ask people to come to me. That is, if they are asking YOUR advice and they want to benefit from YOUR experience, then they shouldn't have a problem travelling to your office or wherever it is that's convenient for you. Years ago, I used to make the mistake of travelling to them (yes, stupid) and ended up with chunks out of my day for no benefit. These days, I can pop into the cafe next door to my office without too much interruption to my schedule.
This also separates those who are serious about wanting to have a meeting with you. If they can't be bothered to travel to you, they obviously don't really want (or deserve) the benefit of your advice.

3. Establish from the outset how much time you have
As soon as you start the meeting, be clear that you have 20 minutes or however long you have allocated for the meeting. Then it is up the person you are meeting with to drive their agenda of the meeting and get through what's necessary in the allocated time.

If you are asking for the coffee meeting
When you are the one proposing the coffee meeting, then make sure you follow the right etiquette as well. Personally, I think that coffee meetings are fine when you are starting out in a particular industry or project. But if you are actually trying to tout for new business, which is fine, you need to be clear about this from the start. Otherwise, people will feel ripped off and that you have wasted their time to misled them.

I can't tell you how many people have asked for coffee meetings to discuss "how we can help the kids in the orphanage". Then at the meeting, I am told "If your training organisation buys these widgets from us, we'll sell them to your humanitarian business at a discount." I'm sorry, but if that's your agenda, say so from the start.

I understand that this is a legitimate business transaction. But don't pretend that the meeting is about "helping the orphans" when it's really a sale spiel.

2. Be clear about your outcomes and travel to themThis is obvious. Just as you would like you know someone's agenda when they want your pearls of wisdom, you should also return the favour when the tables are turned. Similarly, offer to travel to them!
3. Thank them
This sounds so obvious that it almost seems silly to include it. But I'm constantly amazed when people don't do this. I had a coffee meeting last week with someone who wanted my advice. I have since emailed him two valuable resources (which he specifically asked for) and have not even had an email or phone call to say thank you.

Ultimately, coffee meetings can be a great way to establish new relationships. I once asked to meet a publisher for coffee. We had chai latte at Gloria Jeans near her office and by the end of the meeting, we shook hands on a book deal. She has since become a good friend. Conversely, people have asked to have coffee with me and they've turned into long-standing business partnerships. It's amazing what can be done over a latte when both parties are sincere, clear about their intentions - and polite!

Do you want to get into the media? For some small businesses, a boost in publicity can make a real difference to the bottom line. However, many small business entrepreneurs don't necessarily know how to get journalists and editors interested in their story. So an alternative is to engage a public relations (PR) professional or agency. But when you're a small business, you might think this is a luxury you can't afford. So how do you determine whether you should spend the money?

1. Be honest with yourself about your cashflowIf you can barely pay yourself, then a PR agency is an indulgence you can wait for. Concentrate on shoring up your customer base and delivering a quality product/service. If you don't have the latter anyway, then no amount of PR will sustain you.

2. Think of it as an investment, not an expenseIf you choose the right PR person and you are targetted in your PR activities, then you should consider this an investment in your business. The effects of good PR last much longer than the period it's run in a magazine or newspaper. A publication once wrote about one of my business - and two years later people were still coming into our store talking about the article.

3. Ensure that you are targetted in your PR activitiesI can't tell you the number of people who tell me that they want to be in a leading finance magazine. And I ask them: "What do your customers read? Do they read that magazine?" Often the answer is "No". But these entrepreneurs think that it must be good to appear in that publication because it's so prestigious. When you have limited resources, it's vital to be targetted. Concentrated your efforts specifically on the media that your target audience, read, watch or listen to.

4. You need to help your PR agencyYou can't just hand things over to your PR agency, wait for them to wave their magic wand and expect tonnes of publicity to come your way. Sometimes, when you engage a PR agency, that means you have some work ahead for yourself as well. You need to be available for queries and interviews. You need to take the time to educate your PR agency about your business. The more intimately they know it, the more than can "sell" your story.

5. Get recommendationsI'm always surprised at the number of PR agencies that pop up. Unlike becoming an optometrist or a lawyer, you don't need certain qualifications to hang up a shingle as a PR person. Even though there are uni courses in PR and a respectable industry body, that doesn't stop someone from opening a business and calling it a PR firm. So it's important to get a recommendation. When you are looking at a PR firm, consider their current and previous clients and see what they have achieved for them.

6. What should you pay?I'm constantly surprised at the range of fees that exist. Some PR agencies charge on an hourly or project basis. Others charge a monthly retainer. Don't engage a PR firm and expect to see stories about your business appearing the very next week. While this might happen, magazines have lead times as long as three months ahead of a publication date. So it can take a while before you see the fruits of their labour. While I would love to give you an idea on price, this question is like asking "How long is a piece of string?". After all, it also depends on whether your PR agency is a one-person operation working from home or a multinational outfit with international experience.

What's been your experience with PR agencies? What kind of fees have you incurred and was it worthwhile?

I recently read about an entrepreneur who wrote down his vision for his company back in 1998 when it was in a struggling state. He placed it in a glass cabinet in the entry foyer of his workplace in an envelope marked "Not to be opened until December 2007". The letter was duly opened at the Christmas party and the entrepreneur found that he had achieve 82 per cent of what the letter set out.

This story (in the Digital Generation issue of BRW, February 28 - April 2) told about how the entrepreneur "wanted to be able to open the letter after nine years and show that anything is possible."

I love the sentiment. And, of course, determination and focus will get you very far. But, for goodness' sake! A sealed envelope in a glass cabinet? Talk about NOT sharing your vision.

If you've got a grand master plan for your company, then it's important to get the "buy in" from your staff. After all, it's your staff who are going to help you achieve it. So what should you do to achieve 100 per cent of your goals - and maybe beyond?

1. Write your vision downI applaud the idea of committing your vision to paper. That's certainly the first thing you should do. It helps you clearly define your ideas and what you want to achieve. Try to be as specific as possible. In other words, don't fall into the trap of writing meaningless platitudes like: "We want to be Australia's leading provider of widgets". Instead, get down to specifics: "We are turning over $5 million a year, with staff in five capital cities."

2. Share your visionForget the glass cabinet. Share your vision with your staff in a document that's easily accessible. Stick the vision up on the walls, put it on your intranet, or even write a manifesto a la Tom Cruise's Jerry Maguire (without the over the top behaviour). Also remember, it's not just your staff who need to support you. Share your vision with your family and even with your key suppliers and customers.

3. Track your progress and remind stakeholders of your visionIf you want to achieve a certain level of growth by a certain date, don't wait until that day comes to measure your progress. Track your progress every quarter to see if you are on track to meet your goals. Let everyone know how the company is progressing and make them feel part of the process - and the success. Share your vision with your accountant so they can show you key figures and benchmarks.

Inspiring your employees to help you achieve your vision is vital. And empowering them to play a part in this success is an essential if you want to achieve 100 per cent of your goals. Smash that glass cabinet and share your grand plans with the very people who are going to help you make it happen.

Cashflow is king in the world of small business. So it's important to stay on top of chasing outstanding payments from customers and clients. If you let this slide too far, you are putting yourself in a precarious position. After all, you may have a thriving business, but if the money isn't coming in, how are you supposed to pay your bills. Furthermore, if you let your customers take too long in paying you, that's sending a message that late payment is ok.

However, money can be a sensitive issue. I know some entrepreneurs who are concerned that if they chase up payments from key clients, this makes them appear petty - and in desperate need of the cash. They don't want to give that impression - so they let it slide. That's just ridiculous. Those entrepreneurs should realise that you don't appear desperate, but you might appear like you don't particularly care about the financial viability of your business. So how do you chase payment - in a firm, dignified and polite manner?

1. Be clear from the outsetThe trouble with some late payers is that they are sometimes not told about your terms at the outset. Some people shy away from talking about money because they find it awkward. But if you have certain payment terms, then it's important to be clear about them with your customers from the start. After all, they can't read your mind. That way, you are both entering into your business relationship with a clear idea of how and when payment should be made.

2. Determine what kind of leeway you're going to give (and how often)As a small business owner yourself, you know that there are some days when things just slip through the cracks. You don't get around to paying that bill because you have the flu (like I do right now), or your kid gets sick or everything just goes nuts at your workplace. That happens to other small business owners too and I think it's worthwhile to be able to cut them some slack (because I'm sure you hope that favour will be returned to you at some point). But be clear to yourself about what kind of grace period you're willing to give and then get on with the business of following up your payment once that has lapsed.

3. Follow up with the right personWhen you call to follow up on your payment, it's important that you follow up with the right person - the one who can actually put your invoice in the next cheque run. Sometimes, this is not the person you have primarily been dealing with. The larger the organisation is, the more likely it has to go through an internal machine until it gets to the point where a cheque is being drawn. Once your key contact has approved your invoice, sometimes it's out of their hands from that point on.

If that's the case, then hassling them isn't the most effective way to get paid. I spoke with a small business owner recently who says that he makes a point to befriend the accounts payable person. "If I go to a Christmas party at a client's office, I always find the accounts payable person," he says. "That way I'm a real person to her, not just a faceless name on an invoice."

4. Withhold products or further workDepending on how much your customer owes you, you might even consider with-holding any further products or services until some of your invoices have been paid. Of course, this may depend on how reliant you are on them as a customer.

5. Diversify your customer baseYou don't want to be too reliant on a single customer. That's exposing your business too much risk. They could decide to change suppliers,or they could go out of business. And if you're too reliant on them, your business could go down the drain along with theirs.

6. Never lose your coolIt's important to be firm and polite. But losing it doesn't really achieve much. It only makes you feel worse and it definitely doesn't make your customer think positively about you. I'm a fan of constant but polite followup. If anything, they just get sick of you calling!

Mentoring another entrepreneur can give you new outlook on your own business. It gives you the opportunity to view another business from a fresh perspective. Apart from helping another entrepreneur to achieve their goals, it's also a chance for you to network with a new group of people, get exposure to how other industries work and, of course, perhaps learn a thing or two from your mentoree.

I've been mentoring other small business entrepreneurs for years but, last year, I participated in a formal program as a mentor with the Department of State and Regional Development's Women in Business mentor program. Whether you decide to mentor others in a formal or informal arrangement, it can be a rewarding process. So how can you make the most out of your mentoring experience?

1. Ensure your mentoree is in another industryFor obvious reasons, it's probably best to mentor someone who is not going to be a direct competitor. You may wonder what you're going to bring to the table if your mentoree is in an industry you're not familiar with. The reality is that the principles of small business apply no matter what industry you're in. And the help that you're going to provide in problem-solving and strategic thinking will cross a variety of businesses. After all, you're mentoring - not teaching or hand-holding.

2. Don't be tempted to run the business for themAs a mentor, you act as a sounding board, someone for them to bounce ideas off and to guide them in the right direction. But be careful not to get too involved. If you have a tendency to micro-manage - and if you can see big potential in their business - you might risk getting too close to your mentoree's business. Worse, your mentoree may begin to rely on you for more than just words of wisdom and may expect you to implement actions they should be doing.

3. Ensure your mentoree is accountableSet regularly times to have mentoring meetings and ensure that clear objectives are set at the end of each meeting. Your mentoree should make a commitment to act on those objectives before the next meeting. I once had a mentoree who seemed perfectly happy to keep on meeting with me - but rarely seemed to make any progress in between meetings. There was always some excuse why nothing had been actioned. This was a waste of my time - and his. So I told him I wouldn't be prepared to meet again - unless he could show that he was being proactive in getting his business organised.

4. Not all your mentorees are going to succeedIt's also important not to take it personally if, for whatever reason, your mentorees don't succeed. In some cases, maybe your role in the mentoring process is actually to help them realise they don't have a viable business model. Ultimately, you mentoree needs to be responsible for their own actions. You can only guide them so far.

5. Explore each other's networksIf you are from different industries, chances are you network with different groups of people. It may be useful to attend each other's networking functions. Expanding your professional circle can be a useful way to gain fresh, new contacts, especially if you find yourself seeing the sames faces all the time.

Ultimately, when you mentor another small business owner, you're helping another entrepreneur achieve the dreams. And, really, how often can you say you've helped someone's dreams come true?

I've always been a fan of thinking big and exploring the full potential of your business. But I had coffee with an entrepreneur this week whose plans are so massive, every bone in my body was screaming: "Slow down. It's too big a risk!" Formerly from a major corporation, he's now entering the world of small business. But he's talking big business numbers. Now, there's nothing wrong with that but how do you know when big ... is TOO big?

My friend has just launched his business and he had come from a meeting with his financial advisers. They're telling him that he needs to invest millions in order to reach a critical mass (so that his products are at a low enough price point for mass consumption). On the plus side, this entrepreneur has already had positive meetings with major distributors who have expressed interest in his products. But that's all it is at the moment: interest. No one's signed in the dotted line. They say they are going to buy - but will they?

Maybe I'm have a risk averse day. But I can't help feeling nervous for my friend. Even though I can see that his product is unique and needed in the marketplace.

"When I was working in corporate I was doing $60 million dollar deals and it didn't worry me at all," he said. "But now ... I'm scared."

It's a lot easier to deal with $60 million of other people's money. But when your life savings are on the line - and you have a family to support - that's another story. He feels that taking the plunge - and investing the big bucks - is the only way to move forward because his business model relies on mass production for it to work. If you're in a situation like this, what should you do?

1. Talk to people who have done it beforeDo your research. To his credit, he's spent the last year talking to various people in the same space. Find out the challenges and opportunities in the area. Get the warts-n-all story from someone who's been there. I'm always amazed at the number of entrepreneurs who launch into a new idea without chatting to people who can share their insights. Find those who are not going to be your competitors - not everyone is going to talk to you but you'll be amazed at the number of people who'll want to help you with their advice.

2. Get another set of eyes on your accounts and business planWhile I'm sure my friend is using very reputable and competent financial advisers, if he's feeling nervous about the deal then I think it's worthwhile getting a second opinion. We do it with doctors all the time, so why not with financial advice? I recently consulted two different financial advisers on the same issue and got two completely different sets of advice. In fact, they were practically polar opposites. It was certainly useful to help me understand that there were more options available to me than I originally thought.

3. Talk to your familyIf you're going to be doing anything as drastic as putting your house in the line, then this can't be a decision you make on your own. When other people are going to be involved, you need their buy in. Especially if they're wondering why you've switched to buying "Home Brand" products! You might be confident in what you're doing but incorporating your family into your journey will give you much needed emotional support when you need it.

Ultimately, my gut feeling is that my friend is going to succeed. He's one of those determined types. And, who knows, maybe I'm over worrying. But when you're going to take a plunge of this magnitude, it's worthwhile doing some due diligence and taking some steps to put your mind at ease.

While it's important to be clear about what your core offering is, it also pays to be open to new revenue streams. The trick is to ensure you don't have blinkers on as you go about your business. We're often so busy concentrating on the main products/services we offer, we can be blind to some great opportunities that come our way. Here's an example of what I mean ...

When I was in travelling recently, a cafe called Rehab on the main street of Port Douglas turned into one of my favourite haunts (great music, good coffee and high-speed wireless internet access - what more could a travelling entrepreneur ask for?). I spent so much time there I ended up chatting to the owner, Stefan Hallin (pictured).

It turns out that Hallin used to own a music shop in town. As a result, people often dropped in to find out about live music gigs in the area. So Hallin started publishing a small gig guide to give away to those who were interested. Then venues and bands asked if they could advertise in it. Hallin realised that he could add another revenue stream to his business.

However, as music sales dipped, he also realised that publishing could be a viable business. So he launched port:table, a restaurant guide given away free to locals and tourists. It's a good looking publication with an accompanying website and restaurants pay to be included.

In addition, he publishes re:port, an eclectic magazine that contains everything from poetry and fiction to essays. It is also distributed free and carries advertising. While Hallin may be no Rupert Murdoch just yet, he's created a viable adjunct to his current cafe business - which he started after closing the music shop.

If Hallin had been single-minded about his music business - if he didn't think to add value for his customers by publishing his gig guide - he may never have discovered this new opportunity.

Think about your business and consider whether there are revenue streams you might be able to take advantage of.

When it comes to marketing your small business, you need ensure your marketing pie is divided into the activities that are going to attract the most customers. If you're relying on a Yellow Pages advertisement or placing the occasional advertisement in the local paper, consider whether you need to re-allocate your marketing resources.

This doesn't mean you have to spend more. You can still use the same budget but try different methods of marketing. That's the only way to find out if another method of marketing is going to work for you. You have to experiment.

Fortunately, there are many marketing methods that don't cost a lot of money. So what are they?

SpeakingFind out about events or functions where your ideal customers are going to be. Determine a useful message or an informative/inspirational talk people will want to listen to. Approach the organisers about speaking. When you get there, don't do a hard sell. Instead, offer genuine advice and information.

I was at a business expo last year where the speaker was supposed to talk about creating and managing virtual teams. Instead of speaking generally about this topic, she simply reeled off a list of her own company's services. She was in the business of providing virtual assistance. It wasn't anything people couldn't read for themselves off her website or brochure. So many literally got up in the middle of her talk and walked out.

Online toolsOne of the cheapest and quickest online tools to implement is Google Adwords. A friend of mine recently started her own Google Adwords campaign and within a few days she received new business from it. I like Google Adwords because it's pay-per-click, so you only pay (sometimes as little as a few cents) if someone clicks on your ad to get to your website.

Other online tools include blogs and podcasts. While a blog can direct traffic to your site, I wouldn't bother with it unless you plan to blog regularly. There's nothing worse than having a customer arrive at your blog only to find that your last post was a few months ago. The same goes for podcasts. And while it's relatively easy to create and upload a podcast onto iTunes, you need to ensure you're able to create one that sounds professional and has meaningful and relevant content.

Email newsletters are also a useful and low-cost option. I'm a big fan of email newsletters because they are an effective way to communicate with customers who have asked to receive your newsletter. You have to ensure that your email newsletter is not just a big promotion about your products. Again, offer useful and relevant content so that your customers can learn something from your communication.

I use NewslettersOnline for my business. (And no, I don't get anything out of mentioning them. I just think they're a good, easy-to-use product).

Create strategic alliancesCan you create strategic alliances with people who share similar ideal clients? If so, you may be able to cross-promote each other. For example, a personal trainer and a nutritionist. A plumber and a dishwasher repairer. A dog walker and a dog groomer. A financial planner and an accountant.

You want to create a strategic alliance with someone who shares your clients but who isn't competing with you.

Marketing doesn't have to cost the earth. Add some new ingredients to your marketing pie and you might be surprised by the result.